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International SEO
Beating big brands by picking fights you can win!
#SEOzraz 2020
Why listen to me?
• ContentKing
• Boutique SEO agency
• In-house SEO
2015 - now
2009 - 2015
2006 - 2009
Steven van Vessum
Real-time SEO Auditing and Content Tracking
The challenge
International SEO

can be an uphill battle.
Fierce competition with
massive €1M/mo budgets.
Do you give up?
F#ck no!
You just need to rethink your
approach.
Pick battles you can win
Don’t charge head on.
Work smarter (not harder).
Large brands are far from
perfect….
Large brands have a hard
time executing SEO
strategies well.
Good news
Slow decision-making
processes.
Good news
They often use legacy
systems and have code
freezes.
Good news
Required:

- Blood.
- Sweat.
- Tears.


But it can be done!
Play to your strenghts
Grit & Passion
Play to your strengths
Speed & Flexibility
Play to your strengths
Guts 



(Hold My Beer)
Play to your strengths
Get ready for the launch !
Find opportunities in

tough markets
Content gaps
Find opportunities in tough markets
Upcoming trends
Find opportunities in tough markets
Look beyond tough markets
Check analytics to see

where people love you.
Look beyond tough markets
What other markets may

be a great fit?
Look beyond tough markets
Draw inspiration from what’s
working, and localize.
Look beyond tough markets
Examples
Look beyond tough markets
MarketingMiner
Look beyond tough markets > Examples
Hollandbikeshop
Look beyond tough markets > Examples
ContentKing
Look beyond tough markets > Examples
- First: NL + CZ

- Then: EN (US)
Create the best content out
there: high barrier to entry.
International SEO 

best practices
• Differences in language
• Local currencies
• Local phone numbers
• Local social proof
International SEO best practices
• Addressing the right way
• Local images
• Local colors
• Site structure
• hreflang
International SEO best practices
Thank you for your attention — let’s keep in touch!
Steven van Vessum
stevenvvessum
linkedin.com/in/stevenvanvessum
steven...
Exclusive offer for #SEOzraz
First 6 weeks for free.
Create a trial account: contentking.cz/seo-zraz/
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International SEO: Beating Big Brands by Picking Fights You Can Win Slide 1 International SEO: Beating Big Brands by Picking Fights You Can Win Slide 2 International SEO: Beating Big Brands by Picking Fights You Can Win Slide 3 International SEO: Beating Big Brands by Picking Fights You Can Win Slide 4 International SEO: Beating Big Brands by Picking Fights You Can Win Slide 5 International SEO: Beating Big Brands by Picking Fights You Can Win Slide 6 International SEO: Beating Big Brands by Picking Fights You Can Win Slide 7 International SEO: Beating Big Brands by Picking Fights You Can Win Slide 8 International SEO: Beating Big Brands by Picking Fights You Can Win Slide 9 International SEO: Beating Big Brands by Picking Fights You Can Win Slide 10 International SEO: Beating Big Brands by Picking Fights You Can Win Slide 11 International SEO: Beating Big Brands by Picking Fights You Can Win Slide 12 International SEO: Beating Big Brands by Picking Fights You Can Win Slide 13 International SEO: Beating Big Brands by Picking Fights You Can Win Slide 14 International SEO: Beating Big Brands by Picking Fights You Can Win Slide 15 International SEO: Beating Big Brands by Picking Fights You Can Win Slide 16 International SEO: Beating Big Brands by Picking Fights You Can Win Slide 17 International SEO: Beating Big Brands by Picking Fights You Can Win Slide 18 International SEO: Beating Big Brands by Picking Fights You Can Win Slide 19 International SEO: Beating Big Brands by Picking Fights You Can Win Slide 20 International SEO: Beating Big Brands by Picking Fights You Can Win Slide 21 International SEO: Beating Big Brands by Picking Fights You Can Win Slide 22 International SEO: Beating Big Brands by Picking Fights You Can Win Slide 23 International SEO: Beating Big Brands by Picking Fights You Can Win Slide 24 International SEO: Beating Big Brands by Picking Fights You Can Win Slide 25 International SEO: Beating Big Brands by Picking Fights You Can Win Slide 26 International SEO: Beating Big Brands by Picking Fights You Can Win Slide 27 International SEO: Beating Big Brands by Picking Fights You Can Win Slide 28 International SEO: Beating Big Brands by Picking Fights You Can Win Slide 29 International SEO: Beating Big Brands by Picking Fights You Can Win Slide 30 International SEO: Beating Big Brands by Picking Fights You Can Win Slide 31 International SEO: Beating Big Brands by Picking Fights You Can Win Slide 32 International SEO: Beating Big Brands by Picking Fights You Can Win Slide 33 International SEO: Beating Big Brands by Picking Fights You Can Win Slide 34 International SEO: Beating Big Brands by Picking Fights You Can Win Slide 35 International SEO: Beating Big Brands by Picking Fights You Can Win Slide 36 International SEO: Beating Big Brands by Picking Fights You Can Win Slide 37
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- Event: https://seo.zraz.sk/ 2020
- More background info: https://www.contentkingapp.com/academy/international-seo/ and https://www.searchenginejournal.com/beat-big-brands-seo/347116/.

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International SEO: Beating Big Brands by Picking Fights You Can Win

  1. 1. International SEO Beating big brands by picking fights you can win! #SEOzraz 2020
  2. 2. Why listen to me?
  3. 3. • ContentKing • Boutique SEO agency • In-house SEO 2015 - now 2009 - 2015 2006 - 2009 Steven van Vessum
  4. 4. Real-time SEO Auditing and Content Tracking
  5. 5. The challenge
  6. 6. International SEO
 can be an uphill battle.
  7. 7. Fierce competition with massive €1M/mo budgets.
  8. 8. Do you give up? F#ck no! You just need to rethink your approach.
  9. 9. Pick battles you can win
  10. 10. Don’t charge head on. Work smarter (not harder).
  11. 11. Large brands are far from perfect….
  12. 12. Large brands have a hard time executing SEO strategies well. Good news
  13. 13. Slow decision-making processes. Good news
  14. 14. They often use legacy systems and have code freezes. Good news
  15. 15. Required:
 - Blood. - Sweat. - Tears. 
 But it can be done!
  16. 16. Play to your strenghts
  17. 17. Grit & Passion Play to your strengths
  18. 18. Speed & Flexibility Play to your strengths
  19. 19. Guts 
 
 (Hold My Beer) Play to your strengths
  20. 20. Get ready for the launch !
  21. 21. Find opportunities in
 tough markets
  22. 22. Content gaps Find opportunities in tough markets
  23. 23. Upcoming trends Find opportunities in tough markets
  24. 24. Look beyond tough markets
  25. 25. Check analytics to see
 where people love you. Look beyond tough markets
  26. 26. What other markets may
 be a great fit? Look beyond tough markets
  27. 27. Draw inspiration from what’s working, and localize. Look beyond tough markets
  28. 28. Examples Look beyond tough markets
  29. 29. MarketingMiner Look beyond tough markets > Examples
  30. 30. Hollandbikeshop Look beyond tough markets > Examples
  31. 31. ContentKing Look beyond tough markets > Examples - First: NL + CZ
 - Then: EN (US)
  32. 32. Create the best content out there: high barrier to entry.
  33. 33. International SEO 
 best practices
  34. 34. • Differences in language • Local currencies • Local phone numbers • Local social proof International SEO best practices
  35. 35. • Addressing the right way • Local images • Local colors • Site structure • hreflang International SEO best practices
  36. 36. Thank you for your attention — let’s keep in touch! Steven van Vessum stevenvvessum linkedin.com/in/stevenvanvessum steven.land
  37. 37. Exclusive offer for #SEOzraz First 6 weeks for free. Create a trial account: contentking.cz/seo-zraz/

- Event: https://seo.zraz.sk/ 2020 - More background info: https://www.contentkingapp.com/academy/international-seo/ and https://www.searchenginejournal.com/beat-big-brands-seo/347116/.

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